Twitter Launches 'Event Targeting' Tool

Twitter has announced the launch of a service allowing clients to target advertising at audiences for particular events, as they happen.

Event targeting comes with analysis services allowing users to learn about the likely participating audience for an event, so as to plan and target their campaigns.

Firstly, a Calendar of events indexes 'major global events, as well as tentpole events related to sports, holidays, festivals, TV, music and politics in the US, UK, France, Brazil and Japan', according to the company's blog post announcement. The index can be filtered by location, date or type of event.

Next, Event Insights allows analysis of audience data from the previous year, including total audience reach, device breakdown and gender, as well as which tweets concerning the event got the highest levels of engagement. Lastly, Event Activation allows the creation and single click targeting of an identified audience.

Event targeting is now available to all Twitter advertisers globally via the Tools / Event calendar tab, and in beta has produced very significant improvements in campaign success, according to the company and users such as MEC Global, SocialCode Inc, and Mindshare.

Initially the service will include around ten events per day, although the microblogging leader plans to open it up to users to create their own curated events. Meanwhile Twitter users will be protected from excessive ad bombardment thanks to the company's standard ad targeting limits for individual users.